Altoids created the “Anti-Love Valentine’s Day Chocolate Pop-Up Shoppes” to poke fun at Valentine’s Day while ensuring our guests understood that the best chocolate to celebrate with is Altoids Chocolate.The Shoppes opened Valentine's Day week; February 8th-14th in three incredibly hip enclaves in the U.S: NYC, Chicago and Miami, with simultaneous city-wide samplings in Seattle and San Francisco.It took 41 days of renovations to create the nontraditional Shoppes. The décor was Victor/Victorian: custom “chocolate” wallpaper gilded with cross-dressing cupids, whip-wielding Dominatrices and more; “chocolate-dipped” furniture and molding, Victorian settees and bistro seating, risqué and roguish props.

Delivered 800,000+ samples in 7 days/ 5 markets.20,858+ visitors between February 8–14.Averaged 98 customers/hour (40% more traffic than the average Apple store).Average visit 28 minutes.75,000 “Say it With Altoids” postcards distributed.40,000+ logged onto www.sayitwithaltoids.com.14,000 coffee drinks served; 7,595 Altoids-flavored coffee drinks served.Served 2,000 cups coffee/day (1,700 more than average coffee houses).Generated 25,897,937 media impressions: 11,450,000+ radio, 3,590,000+ print, and 7,651,355+ online.Intense interest in employment opportunities, furniture vendor, decorator and custom wallpaper.